If Face­book were a coun­try, its over­all pop­u­la­tion of 1.28 bil­lion active users would make it sec­ond largest in the world–bigger than India. Its mobile pop­u­la­tion of 1.01 bil­lion active users would make it the third largest. Take a minute to breathe that in. Among those ded­i­cated users are thou­sands, even mil­lions, of brands big and small look­ing for ways to link into this vocal group of users to build brand equity, cre­ate viral con­tent, and adver­tise to a grow­ing population.

Wisely, Face­book, like other social plat­forms, has made updates to its algo­rithm to make sure users’ news­feeds aren’t bom­barded with only brand posts; rather, it has cre­ated a solid user expe­ri­ence that tai­lors media-rich brand posts to pre­vi­ous behav­ior. But from a brand per­spec­tive, these algo­rithm changes have renewed con­fu­sion about how to pro­duce rev­enue from social brand­ing efforts and to cre­ate the next viral video. How can mar­keters get ahead of the curve and make the biggest impact with bil­lions of poten­tial loyal fans? Lean in close; I want to share with you two sim­ple, yet effec­tive, ways.

First, you need to give peo­ple what they want. Facebook’s much-talked-about changes rewards orig­i­nal, media-rich con­tent because that is what peo­ple want to see. Vine, Pin­ter­est, Insta­gram, Jelly, Snapchat, Tum­blr, and all of the other up-and-coming social net­works involve pic­tures and videos. Face­book is pay­ing atten­tion and sim­ply evolv­ing to give the same to its mas­sive audi­ence. Brands need to fol­low. Indeed, images and video posts pro­duce results. Accord­ing to the “Q1 Social Intel­li­gence Report,” released ear­lier this month by Adobe Dig­i­tal Index, images and videos are the most engag­ing post types that brands can show on their feeds. Also, the recent auto-play video changes made by Face­book led to 25% year-over-year and 58% quarter-over-quarter increase in engage­ment with video posts.

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Sec­ond, in giv­ing peo­ple what they want, you need to give it to them when they want it. In other words, the day your brand posts mat­ters, too. The NFL owns Sun­day, TV gets Thurs­day, and now social media has Fri­day. Fri­days are when 15.7% of post­ings and 25% of video plays occur, and it’s the day for the high­est engage­ment (3.3%) rates, too. Clearly brand mar­keters would be wise to save their best con­tent for the end of the week.

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Of course, these trends can all change tomor­row. Keep­ing on top of algo­rithm changes that might impact your brand’s social reach and engage­ment is an imper­a­tive.  If you are able to imple­ment quick changes to your pro­grams then you will be able to cap­i­tal­ize on the efforts these net­works make to link up a will­ing con­sumer with a will­ing seller. Fol­low Joe Mar­tin on Twit­ter and the Adobe Dig­i­tal Index team for more news on social media.

4 comments
dsarahwilliam
dsarahwilliam

Hello Joe,

 Thanks a lot for sharing useful information, this will help me lot in reaching wide range of audiences for my next fb campaign which i gonna start from next week. If you have more points for me, kindly notify me.

fahad1
fahad1

Hi Joe,

Pretty good write up. I particularly feel that image, link, text and video do play an important role in keeping the engagement alive. But the quality of text and image Social media marketing is a dynamic way of marketing digitally where one has the liberty to write and show the brand in their desired way.

jennydemilo
jennydemilo

I'm adversed to using Facebook for anything so finding some easy to swallow info like this is really helpful.

robertsitalia
robertsitalia

In some of my marketing classes at the University of Utah, I have had brief conversations with students and some faculty about Facebook's limitation of the content that is seen by users. The general consensus from those I've talked to is that Facebook is making it hard for marketers. On the contrary, I feel that Facebook's methods are helping marketers that treat the social network correctly get ahead, while those that simply distribute information lose. It's exciting for those that get it right!